POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Name: Catherine Benbinuto Section&Year: BSHM 3-2N Date: 11.06.2023

Activity #1: Tourism and Hospitality Marketing – TMHM 20043

Instructions: Give an example of how a specific hotel or resorts use the concepts of internal,
external, and interactive marketing to increase the effectiveness of its services. How might these
concepts be connected to service differentiation?

As one of the biggest names in the world of

hospitality, Marriott Hotels and Resorts uses a variety
of interactive, external, and internal marketing techniques
to stand out from the competition and improve the quality
of their offerings.

1. Internal Marketing
• Employee Development and Training: To make sure that every employee is aware of and
embodies the brand's basic principles, service standards, and customer-focused culture,
Marriott makes significant investments in extensive training programs. Aspects of
hospitality, guest service, and industry-specific expertise may be included in training.
• Employee Engagement: By planning frequent training sessions, team-building exercises,
and recognition initiatives, Marriott helps its staff members feel proud and invested in the
company. Outstanding service is more likely to be provided by motivated staff members.
• Communication: Effective lines of communication inside the company assist staff
understand Marriott's goal, vision, and values and ensure that they are in line with the
brand's service culture.

2. External Marketing
• Branding and positioning: Marriott has created a powerful and recognizable brand
identity that highlights the variety of hotel brands it offers, each of which targets a
distinct clientele. Marriott's global reach, upmarket facilities, and loyalty programs are
just a few of the distinctive aspects that are highlighted in its external marketing
campaigns.
• Advertising & Promotion: To reach its target demographic, Marriott uses a combination
of offline and online advertising strategies, such as social media marketing, alliances with
travel agents, and attendance at trade shows. Marriott's loyalty programs, unique
experiences, and special incentives are frequently highlighted in promotions.
• Online Reputation Management: It's critical to keep up a good online reputation. To
improve its reputation and legitimacy, Marriott regularly monitors online reviews,
answers customer inquiries, and invites visitors to share their experiences on review sites
and social media.

3. Interactive Marketing
• Personalized Service: Marriott provides visitors with experiences that are tailored to their
interests and level of loyalty. Marriott Bonvoy members are afforded exclusive benefits
like as room upgrades, late check-out, and welcome amenities, which foster a feeling of
exclusivity and distinction.

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• Feedback Mechanisms: To quickly resolve issues and make ongoing changes, Marriott
actively gathers and responds to guest input in real-time. By being proactive, we make
sure that the requirements and expectations of our visitors are fulfilled.
• Loyalty Programs: To encourage recurring business and brand loyalty, Marriott offers its
Bonvoy reward program. Members may receive prizes like free nights, accrued points,
and take advantage of special offers, all of which improve customer retention and
distinctiveness.

Connecting to Service Differentiation

Marriott uses these marketing ideas to set itself apart in the lodging sector by:
 Serving a variety of consumer segments: Marriott caters to a variety of traveler types by
providing a varied portfolio of brands, ranging from luxury to economy, and by
guaranteeing a customized experience for each category.
 Providing consistently outstanding service: Marriott's internal marketing initiatives make
sure that all staff members are aware of and follow the brand's service guidelines,
resulting in a high-caliber and uniform guest experience throughout all of its properties.
 Increasing customer loyalty: Interactive marketing, which distinguishes Marriott from
rivals, promotes return business and guest retention through tailored services and the
Bonvoy reward program.

Marriott's proficient execution of these marketing tactics enables the organization to provide
customized, superior experiences, establish robust guest connections, and sustain its position as a
frontrunner in the worldwide hospitality sector.

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Reference:

Shastri, Aditya. (2023, August 25). The Art of Marketing Hotels: Marketing Strategy of Marriott
International. In iide.co. Retrieved from November 7, 2023.
https://iide.co/case-studies/marketing-strategy-of-marriott-international/

Skift, Oates Greg. ( 2016, February 3). Marriott Executives Explain the Brand’s Internal
Strategy Shift at MIT. In skift.com. Retrieved from November 7, 2023.
https://skift.com/2016/02/03/marriott-executives-explain-the-brands-internal-strategy-
shift-at-mit/

Travelweekly.com. (2022, April 12). Marriott’s Mandy Gill on How Marketing Strategies
Shifted during the Pandemic. In hospitalitynet.org. Retrieved from November 7, 2023.
https://www.hospitalitynet.org/external/4109896.html

Social Tables. (n.d.). A Peek Inside Marriott’s Marketing Strategy & Why It Works So Well. In
socialtables.com. Retrieved from November 7, 2023.
https://www.socialtables.com/blog/hotel-sales/marriotts-marketing/

Khurmi, Jasman. (2018, November 27). Marketing Plan Marriott Hotel. In prezi.com. Retrieved
from November 7, 2023.
https://prezi.com/p/loje3meq-hvg/marketing-plan-marriott-hotel/

Montevago, Jessica. (n.d.). Marriott Works to Differentiate Each of Its Hotel Brands After
Starwood Deal. In travelmarketreport.com. Retrieved from November 7, 2023.
https://www.travelmarketreport.com/articles/Marriott-Works-to-Differentiate-Each-of-
Its-Hotel-Brands-After-Starwood-Deal

Arora, Aakriti. (n.d.). Marriott Competitive Strategy. In pdfcoffee.com. Retrieved from

November 7, 2023.
https://pdfcoffee.com/marriott-competitive-strategy-pdf-free.html